home Designer Idea mall point. How to choose a retail space for a store. People who drive cars

Idea mall point. How to choose a retail space for a store. People who drive cars

Price: 5 582 rubles / m² / month
Total area: 215 m²

Novy Arbat street, 6

Vitaly. Lot: 97-607-894 Direct rental of free premises on the first line of houses on Novy Arbat. Separate entrance from the first line, hall layout, large display windows, ceiling height 3 m, electric power 35 kW. Possibility of placing a sign, excellent visibility.

Price: 2 500 rubles / m² / month
Total area: 730 m²

Prechistenka street, 38

Svetlana. Lot: 98-407-991 PSN / TRADING AREA. Direct lease of free premises 8 minutes from the Park Kultury metro station, as well as close to the Smolenskaya, Kropotkinskaya and Frunzenskaya metro stations. The object is located at the intersection of Smolensky Boulevard and st. Prechistenka in the historic district of the capital in the ...

Price: 2 756 rubles / m² / month
Total area: 254 m²

Bolshaya Polyanka street, 3/9

Svetlana. Lot: 96-807-098 Direct lease of free premises, with a total area of 254 sq. M. Ground floor - 159 sq. m, basement - 95 sq.m. The room is located on the 1st line, within walking distance from the Polyanka metro station (700 m). The premises have 3 rooms intended for offices, 1 wet point and a ...

Price: 2 250 rubles / m² / month
Total area: 5000 m²

Stolyarny lane, 3к15

Catherine. Lot: 97-007-190 Direct lease of a detached building on the territory of the "Rassvet" business quarter. High ceilings from 3.5 m, wet spots, separate entrance, large windows. Excellent transport accessibility - check-in from Presnensky Val, Malaya Gruzinskaya Street, Stolyarny Lane. In walking ...

Price: 6,000 rubles / m² / month
Total area: 80 m²

Ostozhenka street, 30с1

Svetlana. Lot: 97-007-390 PSN / TRADING AREA. 1st LINE! Direct lease of free premises on the 1st line, 6 minutes from the Park Kultury metro station in the historical district of Khamovniki, as well as in the vicinity of the Kropotkinskaya, Smolenskaya and Arbatskaya metro stations. Within walking distance from the Kremlin. No commission. The ex...

Price: 8 318 rubles / m² / month
Total area: 41 m²

Novoslobodskaya street, 24

Svetlana. Lot: 97-607-197 PSN / CATERING. Direct lease of free-use premises (40.8 m2) in the elite complex of the residential complex RENOME, 2 minutes from the Mendeleevskaya metro station, as well as close to the Novoslobodskaya, Belorusskaya and Mayakovskaya metro stations on the 1st floor. No commission. USN. Operational fees are included in the are ...

Price: 8 381 rubles / m² / month
Total area: 42 m²

Novoslobodskaya street, 24

Svetlana. Lot: 97-607-198 PSN / CATERING. Direct lease of free-use premises (41.6 m2) in the elite complex of the residential complex RENOME, 2 minutes from the Mendeleevskaya metro station, as well as close to the Novoslobodskaya, Belorusskaya and Mayakovskaya metro stations on the 1st floor. No commission. USN. Operational fees are included in the are ...

Price: 1 400 rubles / m² / month
Total area: 500 m²

1st Magistralny blind alley, 5A

Olesya. Lot: 98-007-497 NO COMMISSION! Direct rental of an isolated block on the 5th floor of a modern class B + business center. Mixed layout: Open space+ offices. High ceilings, central ventilation and air conditioning, video surveillance, fire safety, security systems. I operate in the business center ...

Price: 5 328 rubles / m² / month
Total area: 412 m²

Efremova street, 19k1

Price: 2 955 rubles / m² / month
Total area: 264 m²

Prechistenka street, 40 / 2s2

Svetlana. Lot: 98-307-496 PSN. Direct lease of free premises 8 minutes from the Park Kultury metro station, as well as close to the Smolenskaya, Kropotkinskaya and Frunzenskaya metro stations. The object is located at the intersection of Smolensky Boulevard and st. Prechistenka in the historic district of the capital, surrounded by a business center ...

Price: 2 758 rubles / m² / month
Total area: 113 m²

Bolshoy Savvinsky lane, 12s16

Catherine. Lot: 98-307-891 Direct lease of retail space in the Moscow Silk Business Center. High ceilings 3.5 m, 24/7 access, separate entrance for two tenants (neighbors - art gallery). Internet, telephone, supply and exhaust ventilation, teaching staff, security, video surveillance. The territory is developed ...

Price: 2 500 rubles / m² / month
Total area: 160 m²

Pokrovka street, 3 / 7s1А

Andrey. Lot: 98-307-696 Direct lease of free premises in the basement on Pokrovka. 2 entrances to the premises, separate from the courtyard and common with the restaurant from the street. Pokrovka. Administrative building, huge traffic, supply and exhaust ventilation. Rental vacations are provided! Possibly evening ...

Price: 5 328 rubles / m² / month
Total area: 412 m²

Efremova street, 19k1

Svetlana. Lot: 98-107-990 Direct rental of free premises in the historic district of Khamovniki in the "Knightsbridge Private Park" residential complex, 5 minutes from the Sportivnaya metro station, as well as near the Park Kultury, Frunzenskaya and Luzhniki metro stations. The room is located on 3 levels (basement + 1 floor + mezzanine). Possibly ...

Price: 3 967 rubles / m² / month
Total area: 513 m²

Ostozhenka street, 25

Svetlana. Lot: 98-407-097 PSN / OFFICE. 1st LINE! Direct lease of free premises on the 1st line in the OPERA HOUSE residential building with 5 to 9 storeys, 6 minutes from the Park Kultury metro station in the historic Khamovniki district, as well as near the Kropotkinskaya, Smolenskaya and Arba metro stations. ..

For trade, it is preferable to rent rather than buy premises. This has an undoubted number of advantages, one of which is the ability to short time react to changes. At the same time, the tenant can quickly change location.

Customer flow can change dramatically due to external factors... So, if a large and prestigious shopping and entertainment center is being built nearby, then it will certainly entice a large number of buyers. Ultimately, this can make the business of another store unprofitable.

We must not forget that the purchase of a retail space subsequently requires the fulfillment of a number of obligations. If you have to reduce the number of retail outlets, then it becomes not so easy to sell the premises. Then you have to think about renting it out, and this is work in a completely new direction of business.

You need to choose a room after the entrepreneur is clear about the format in which he is going to work.

There are quite a few accommodation options. You can open your outlet at mall, a detached building or make it mobile.

There are a number of factors to consider when choosing a space. They will be considered in more detail.

The article turned out to be large, so use the content.

Location estimation

This includes several nuances that an entrepreneur must take into account in order to subsequently work effectively:

District potential

If it is insufficient, then it makes no sense to open your own outlet in it. At the same time, it is necessary to define the trading area correctly. For medium-sized supermarkets, it is about 1.5 kilometers, which is equivalent to a quarter of an hour of walking distance.

It is also very important to understand, but how to determine the potential, what should be taken into account? The components will be:

provision of the population of the region;
buying behavior of people living in the area.

When assessing the possibilities and desires of the population, one should pay attention to the following features:

the level of buildings in the area;
the number of residents in the area;
infrastructure development;
location of important facilities (this includes shopping centers, parks, transport routes, stops).

Traffic near the outlet

It is very important to clearly understand how many people are walking around the outlet. All information obtained during the assessment of the potential of the area must be mapped, and then the level of customer flows should be assessed.

A very important question will be, is it convenient for the buyer to get to the store? This issue is especially acute for shops that open on the outskirts, where most of the shopping is done on the way home. In general, you need to be extremely careful when opening retail outlets in such places.

The presence of competitors nearby

It is very important how close competitors are. The fewer there are, the better it will be for the profitability of the future outlet.

If there are no competitors nearby, in principle, this can often mean that the niche is simply not in demand in a particular area.

Social orientation

If rich people live in the area, then they are unlikely to be interested in non-branded clothing, for example. The elite class prefers boutiques and fashionable clothes. Therefore, it is worth comparing the desires of potential customers with what an entrepreneur can offer them.

Driveways

It should be convenient and easy to get to any outlet. If the store does not have a convenient entrance, many will surely find an alternative. At the same time, you need to understand who the potential buyer is, how he will get to the store. If they are rich enough, then they need to be provided with parking spaces. In this case, the calculation must be carried out on the basis of the following data: for every 25 m 2 of area, on average, 1 parking space is needed. If the main buyers are low-income citizens, then there is no need to worry about parking.

Location in the shopping center, requirements for the premises

It is equally important to evaluate the premises and its location inside the shopping center. Particular attention should be paid to the following factors:

Store area, comfort conditions

It is very important that the person inside the room is comfortable. We must not forget that when located in a shopping center, an influx of customers can often occur, especially if the product is in demand. That is why it is necessary to provide potential buyers with comfortable conditions.

Location inside the shopping center

Here, a significant factor will be how far the room is located from the entrance or exit. The closer the better. This means that the customer will first go to this store and make a purchase. If he failed to find something suitable in another store, he will be able to go to the nearest exit and make a purchase there.

The shape of the room and a number of other aspects

The most spacious and comfortable is the rectangular room. If it comes to shops of the "apartment" type, then it is not recommended to choose them.

It is imperative to find out about the possibility of redevelopment, if necessary, the state of the premises. It is equally important to find out which store was in it earlier - perhaps it had a bad reputation, which could scare away some of the customers of the new store.

About audience and visitor flows

Many entrepreneurs seize the first opportunity to open in a particular shopping center, which is a serious mistake. It is very important to conduct a detailed analysis of the customer flows of a particular store. Moreover, both quantitative and qualitative indicators are important here. In this case, this can be done in one of the following ways:

Visit the mall on your own. It is worth staying in an open-air cafe next to the proposed premises. This will help you calculate how many people will pass by in a given time.
Find out about the profitability of opening a shopping center by contacting another tenant or an employee of one of the stores.
Ask for the details of the landlord.
Conduct a survey on your own at a local website or social networks among the population, which can be attributed to the target audience. In this case, the number of questions can include information about the area of residence, visits to shopping centers (you can use specific names).
Monitor check-ins for a specific segment of customers (this is possible if there is access to information in other stores, for example, if a second or subsequent trade point).

Additionally, the circle will narrow based on the price factor. You should also take into account the requirements of the lessor, additional services.

The ingredients for success

An entrepreneur must remember that the success of a store is made up of a number of factors:

30% of the correct choice of the store format;
30% from the correct location;
40% of the decor in the store, the work of staff, the quality of goods and a number of other points.

In this case, it is worth paying attention not only to the shops, but also to the islands. This is the name of open-type showcases, which are located in corridors and aisles. This concept is often preferred for evaluating the profitability of shopping mall operations. They are often used as seasonal points of sale. Of course, testing takes a lot of money and time. It makes sense to use it if there are other outlets and capital adequacy.

Engineering systems

Be sure to pay attention to whether the room has:

Especially responsibly you need to approach the study of information about the available electrical power. If they are not enough, then the store simply will not be able to function normally.

When calculating the required electricity, all possible costs must be taken into account, including lighting, kettles, etc.

We pay attention to the peculiarities of our own business

Much depends on the specifics of sales. When choosing a format and location, you must consider:

what will be sold;
what sizes the goods will have;
how diverse the assortment is;
whether visual advertising is required for the products being sold;
flows of buyers who are aimed at purchasing goods in a particular store (people usually do not stand in lines at island outlets);
store popularity or brand used by the entrepreneur (than better known brand, the easier it will be to sell products and the more customers the store will have).

It is important not only to choose the store format, but also to figure out how to promote your product. "Will it be possible to attract customers in this shopping center?" - this is the question the entrepreneur should ask himself, having worked out the answer to it in detail. Some promotion methods simply cannot be used in certain premises and shops, which may lead to a cancellation of the lease.

Setting up an island - where is it more profitable?

Undoubtedly, the greatest success is with those island outlets that are located near the entrance. But getting such a position is quite difficult, especially if the entrepreneur does not have regular customers. Most often, well-known representatives, brand companies are located here.

Island points are also called "floating" due to the fact that they can move without problems. This option is a great solution for beginners. Island format suitable for sale following goods increasingly:

electronics;
toys;
bijouterie;
souvenirs.

Here are three tips to help you get the most out of your island store location:

Best of all, these formats take root in places where people are focused on buying goods, and not on entertainment or a meal.
It is very important that there are no outlets with the same product nearby. Non-exclusivity kills this format.
No "shadow" placement. The point of sale should not be blocked by many well-known stores.

It is imperative to pay attention to what exactly buyers want to buy in a particular shopping center. If they are used to buying branded things, then there is no point in placing a new unknown store in it. The only exceptions are exclusive items like jewelry and accessories. It is important to remember that:

We'll have to motivate potential buyers. To do this, you will have to spend money on a good bright showcase.
Only experienced sellers will be able to sell in a large stream of buyers. It is simply not possible to save on specialists.
In large shopping malls, there are quite a few rules to follow. That is why it is necessary to familiarize yourself with the rental agreement in advance.

Fixed point of sale - how to choose a more profitable one?

Choosing a stationary retail outlet, you need, first of all, to build on the flow of buyers. At the same time, it is very important to separate potential (target) buyers from everyone else. Be sure to ask yourself a few questions:

What products can a potential client buy in this shopping center?
Why do people buy products of a certain type?
What can an entrepreneur offer his visitors that they will not find anywhere else in this shopping center?

These questions will help you understand whether it is generally advisable to be located in a given shopping center, what level of traffic the store will have.

When choosing, the presence of the following facts will be an undoubted advantage:

There are many shops on the floor that are visited by potential customers, while the goods in these outlets do not compete with the goods of the entrepreneur.
If a large number of people of the right price segment visit this shopping center.
Lack of competitors up close. Even better, if they are not at all in this shopping center. At the same time, you need to assess the level of competitiveness in order to assess your capabilities and make a decision on renting.

Accommodation in a mall or freestanding store?

A shopping center is not always more promising than a free-standing store. Here you need to proceed from the products sold and the target segment.

For example, many representatives of the middle and low price segment (entrepreneurs selling goods at low prices) are located in separate premises. This is due to the fact that people often use public transport to move. By the way, many of these outlets often become more successful than outlets in shopping centers.

But branded stores are best opened in well-known and large shopping centers. This strategy is the most profitable for them.

To understand the difference, you need to compare the merits and demerits of both formats.

Stores located in shopping centers will have the following advantages:

occupancy;
uniform design style;
availability of a manager;
the presence of non-core anchor tenants that increase the flow of buyers.

As for the cons, they are as follows:

difficulties in obtaining a point of sale;
strict terms of the contract;
high price;
possible increase in the rental price;
dependence on the shopping center in terms of opening times;
compulsory submission to a unified work schedule;
difficulties and restrictions on the delivery of goods;
restrictions regarding the use of elements that are branded for the entrepreneur's store;
the need to coordinate their own actions;
the need to meet a number of visitors' needs;
different revenue depending on the days of the week (the peak falls on weekends, on weekdays the sales volume is much less);
the danger of a decline in consumer interest in this shopping center.

Free-standing store placement also has its advantages and disadvantages. The undoubted advantages include:

constant eye contact with potential clients;
customer focus on a specific product or brand;
the ability to change the format of your work depending on the surges in pedestrian traffic;
self-determination of the opening time;
the ability to use any necessary advertising methods;
no need to agree on the operating mode or format of the store design.

The disadvantages include:

the need to establish links with various service organizations;
rather complex forms of premises, which may not correspond to the desires or standards of the organization.

The entrepreneur must make the decision himself, because, alas, there is no universal solution.

And now I will give advice from a book in which the founders of the Mosigra company described the process of finding premises for their stores.

Crossing streams

Before choosing a place for a new point, it is imperative to pay attention to the intersection of streams. The store should be located in such a place that it is convenient to reach it: on foot, by car, public transport or by metro.

An ordinary resident in a big city mostly walks along his main routes and almost never turns off them. You need to locate the store so that it is as close as possible to the route people follow. It should be located somewhere between homes, offices, or your vacation spot.

For Moscow, such points are located near the ring metro stations, as well as those located on the Garden Ring. The result is the intersection of the main road and the main public transport stream.

The next step is to select the area where you want to search. You can outline a small area near your chosen metro station. In the middle of the resulting area, you need to compare the visibility of the place from the roadway, the distance to the metro, some kind of visual landmarks, and so on.

For example, at Kurskaya we were offered a place that is quite expensive, but located right in the metro building itself. A man got out of the subway and just a few meters away - our store! We appreciated all the pros and cons, and decided to take a chance. They opened for a lot of money and paid off. Today it is one of the most popular stores.

What if the store is located on the outskirts of the city? In fact, in the suburbs, the share of self-pickup is much less than in the city center. Therefore, the accessibility of the store from the stop does not play a special role. The store located at the final metro station will work not for the city, but only for this area. With this option, you do not need to think about a store located somewhere on the street, you need to find a shopping center that is located closer to the metro station. This will be the place that attracts customer traffic. It is in such a place that you need to open a store.

For example, if a point is located on "Teply Stan", then this is exactly the place of intersection of such flows: a metro station, a large number of houses located nearby, cafes, buses. We opened in the shopping center near the metro. The center itself was nothing special, but people constantly go there to shop. This is where we find them!

How to search

First you need to go around the selected area and carefully study it. It is very important. For your first two or three stores, you need to check everything carefully in person. Only after that you can afford several agents, watch Internet projects of ads and buy newspapers. The following sources work for the city of Moscow:

The popular Internet resource "Avito". It has one hundred percent great deals, and they are on the site for several days.
"Cyanogen". Favorably distinguished by a good search. The options on it are very good, so agents and search specialists react very quickly to them. Therefore, they are located on the site, very little time. In some cases, no more than half an hour.
"Intercom". Its advantage lies in the fact that here you can find offers that are not available on Avito and Cyan.
Internet rental agency "Izrukvruki", located near the metro station. If you don't want to waste time yourself, you can hire an agent for a commission.

When looking for suitable premises, the most important thing is to determine exactly what is needed from the premises. You don't have to pick the first one that comes along. If you had to rent a room, or purchase a house, then you probably came across this. Only after examining a dozen rooms, you will be able to understand what you really need to pay attention to.

The problem of a capricious bride

There is a capricious bride who lives in the palace. There are a hundred suitors. They enter the palace one at a time, and the bride says "yes" or "no" to each of them. If she says yes, the others leave right away, and the young ones play a wedding. If the bride says no, then the groom leaves and the next one comes.

The challenge for the bride is to find the best of them all. The solution to the problem of choosing a groom for a bride is as follows. In the first thirty-five people, she checks the range of all kinds of options, looks at their qualities. At the thirty-fifth, she is already becoming more experienced and will be able to understand a person. Until the ninetieth person, she will choose the one who looks like the best of the first thirty-five trial people, and then the selection criteria drop sharply as the number of suitors decreases.

You need to agree with yourself that after examining the first fifteen rooms and discussing all the details, you will not take for yourself any of the viewed rooms. And only after inspecting the first fifteen premises, you can start looking for it for purchase. It is difficult to do this, but this stage must be passed, otherwise you can easily drive yourself into bondage for several years simply because the premises were chosen incorrectly.

Basically, such a search takes from one to two months. You won't be able to find a room that is 100% suitable for you. All the same, you will need to donate something. This can be: a sign, the area of the room, the distance to the metro, and so on. If you do not look at many different rooms, then your choice will come down to one kind of option. And this is not correct.

It should be noted that after examining the first fifty rooms, an important feeling will certainly appear. Right on the spot, you will be visited by the idea that the premises need to be taken without any options. We called this feeling of ass-fingering. If it tells you that this room is suitable, then you trust it one hundred percent (provided that fifty rooms have been viewed) and do not go anywhere until you conclude the contract you need. This is your luck.

Search with your feet

When you open your first stores, it is imperative to go through all the areas that you consider promising for placing a store. Everything needs to be properly assessed. You need to look for places that:

Seemingly empty
Where are the advertisements posted about the fact that they are for rent.

If with point two everything seems clear, then with the first point it is not so simple. When you find an empty object, you need to clarify what was there, who lived, and try to find contact information about the owner of this place. If you can't find the owner, you need to take scotch tape and stick an advertisement stating that you want to rent this space. Of the fifty new places, at least one we find in this way.

It should be noted that we found one of our most profitable stores in this way. We have decided on a search area. We received information that a pharmacy would move out of this place and contacted its owner. The owner of this place sent us to his agent. We signed all the necessary documents with him.

Another point was also found with their feet, just the day before the owner wrote the rental notice. Now it provides the most profit in this region. In the city of Moscow, everyone does this.

Pedestrian stream

Those people who conduct the population census in countryside just by looking at the grandmother in the village, they can tell how many piglets she has. The same will happen with the new premises. Having examined many premises, and having opened several dozen shops, you, just by looking at the premises, will know whether it is necessary for you or not. If you still cannot do this, you need to come to the point and calculate such important points:

The number of people passing by your store door.
The number of cars passing by at a speed of up to forty kilometers per hour. If the car goes faster, the driver will simply not read the sign.
How many people walked by the store.
Do people pass by in companies.

This calculation must be carried out several times. In the morning, in the afternoon, in the evening, on weekdays and weekends.

For example, when opening a point on Tverskaya, we visited all the stores located within a radius of several blocks and talked with the sellers, asking them the following questions: how many people are in the store and at what time there are most of them, how many goods are sold per shift, and so on. ... If you talk to the sellers correctly, they will be happy to share this information. As a result, we were right.

Visibility of the selected location

It is necessary to determine the distance from which the sign will be clearly visible. A very important point. Is the pick-up point located far from the place where the transport stops? If you are offered a place located somewhere in the courtyard, you should immediately think of this place as the last floor in a large shopping center. You can conditionally divide the flow of buyers into sixteen. Any unnecessary movement, such as another passage, turning a corner, greatly reduces the flow of visitors. If you are not counting on the flow of visitors (your store is used for pickup), then an inexpensive store in the courtyard near the metro station would be a good option.

Problematic premises

Accordingly, the premises will cost much more without any problems. Large retail chains they do not take premises that have any problems. Most likely, this is because it is not profitable for them to adapt it to each specific case.

For you, a space with little problems can be a great option. Even on condition that it will need to be finalized.

Examining the room, you need to make a complete picture for yourself:

Are there other departments. This can affect the work schedule.
Roof leakage problem. If mold is found on the ceiling, then this indicates that the roof may leak, and this is a large material cost to eliminate the leak.
Difficulty placing the sign, or after placement it will be poorly visible.

You need to walk along the street where you plan to place the store and see if there are empty or moving out premises nearby. If there are many such points, this indicates that something is wrong in this area.

On "Belorusskaya" in our premises there was a printing house reception. As a result of the work, at first it was not possible to organize self-pickup.

At "Park Kultury" our store is located on the second line of houses. As a result, there were problems with the sign. We have come up with a special sign design.

We stopped renting stores with such or similar problems only after the opening of the tenth store in Moscow.

People who drive cars

You need to count the people who pass by in cars. The point where cars pass at a low speed will be much more profitable. In such places, they can look around. The thing is that when you drive at high speed, the field of view narrows. For example, at Kurskaya, our panel on a special bracket was located on the metro building parallel to the road. After the release of the new technical regulations, the panel had to be removed. There is only one sign left. It was located perpendicular to the road, and looked like a red line located on the side, and it is difficult to understand from it what is on sale, cool games or gifts. As a result, we immediately noticed that car traffic dropped dramatically.

In the life of a motorist, there are a large number of shops, which he drives past without noticing them. For example, we drove past one such store for a whole year without noticing it, until we accidentally read on a blog that it was located somewhere in the house. When we went there, it immediately became clear why they sell twenty units of goods a day, and we are more than a hundred.

Another important option is parking. The driver will not always want to break the rules to get to the store. The direction of the road must be taken into account. You need an evening referral. On the "Park Kultury", just opposite us, there was a store selling sports goods. Our employee wanted to get into it many times in the morning when he was driving to work. He stood on the "morning side". In the morning he had no time, as he was in a hurry to work, in the afternoon he had to cross six lanes and make an incomprehensible detour to turn. As a result, the store closed over time, and the person never visited it. This is the real dead place for people who drive cars. This must be remembered. If you come across, for example, a "morning" shopping center, then with this option it is a good idea to place a coffee shop.

Neighbors

We opened an anti-cafe (visitors pay money for the time spent in the cafe, not for food). Conflicts with neighbors are a frequent problem for small establishments. For example, one of our establishments called "Ziferblat" was especially noted in this regard. Almost everyone wanted to survive. Over the course of several weeks, police officers regularly came to the site when called by neighbors. Knowing about the possibility of an unpleasant situation, we took several important steps:

We agreed with the owner that if there were problems with neighbors, he would solve them.
We put up a sign called "Club of lovers of educational games" so that everyone would think that they are doing something important and useful here.
The head of the department called all the neighbors to visit and showed everything that was inside.

Site layout

Each specific task requires its own layout. To figure out whether the layout is good or not, you need to imagine whether the visitors will like it or not. A long sales area will be worse than a square one. It will simply be inconvenient for visitors to enter the long hall. For example, Ufa "Mega" is a room in which the parties are in a ratio of two to five. They thought that we would allocate half of the space for a utility room, and it would turn out to be such a small compact store. We didn't want to make a utility room. As a result, about two meters of space remained between the shelves. It turned out uncomfortable. It is warm in a small room, but in a large one it turned out to be a tunnel like in a subway.

We had a sales area forty meters high, and the whole room was seventy-six. The store and location is good, but the problem was that half of the entire space was in the utility room. The price for one meter is high, and half of the area will not work. You also need to pay attention to this and everything should be properly calculated and taken into account.

For example, the cash register at the entrance to the store, as it were, offends the buyer. He gets the impression that he is not trusted. If a person is considering whether to go to a store or not, then the cash register will scare him away.

Important information about shopping centers

It can be assumed that the shopping center does not care where it is located. The most important thing is what is inside. For example, a shopping center with or without a cinema are two huge differences. A high quality grocery hypermarket will immediately attract a large influx of people. For example, in one small town two shopping centers, located opposite each other, started a war among themselves for the customer. The winner was the shopping center whose bread tasted the best.

Escalator is the enemy

If the escalator in the shopping center rises to the floor by half, then this significantly reduces the flow. If your point is on the third floor, then divide the flow from the first by four (on average).

The first floor is the most visited. But it is the second most visited floor after the cinema and restaurant floor. If your store is on the fifth floor and a movie theater with restaurants is on the fourth, then your traffic will halve.

It is imperative to check this, because there are very strange shopping centers.

Opening a trading island is an attractive idea for a small business. This is an economical type of retail that does not require high initial investments. One of the less risky options is franchising.

In search of an economical yet convenient and functional place to sell, many entrepreneurs turn their attention to an island in a shopping center. Such interest is quite understandable: if there are not enough funds to open a store in a separate room, then an excellent opportunity to start a business without significant start-up investments is the installation of a light modular structure in the central part of the hall, in a gallery or aisle of a shopping center, where there are most visitors. However, practice shows that this species retail there are some peculiarities that should be taken into account by those who are thinking about opening it.

Pros and cons of islets

Like any business, the trading islands have their merits and demerits, which future owners should be aware of in advance.

Pros:

Compactness (on average from 2 to 15 sq. M.), Which allows you not to overpay for rent
The possibility of implementing a wide range of both food and non-food products and services. Here are just a few of them: ice cream, sweets, gadgets, perfumes and cosmetics, express manicure (nail bar), accessories, coffee, leather goods, watch repair, express payments, pawnshop, jewelry, etc.
Convenient location in "walk-through" places of supermarkets
Ease of assembly and disassembly, mobility (with a wheelbase)

Minuses:

Absence storage facilities, fitting rooms (which narrows the range of products for sale)
Limited display space (in case of miscalculations in determining the demand for products, there is an excess of unclaimed positions)
Strict standards for the type of commercial structures, which are often introduced by the landlord.

To minimize risks and unplanned investments when opening a trade on the island, you need to carefully study the rental conditions, analyze the traffic of the selected point and the presence of the target audience for your type of goods and services.

Seat selection

When designing large stores or mixed-use centers, as a rule, the layout of the free space already takes into account the presence of shopping islands. During the commissioning of an object, their number may change, but insignificantly. On the one hand, it allows future tenants to pre-look best places to open your own "point", on the other hand, it becomes necessary to take into account the interests of the landlord, who often puts forward requirements for the owners of the islands to work in accordance with the general concept of the center.

An important criterion for choosing a location for a trading island is the traffic indicator (see Fig. 1)

But it would be a mistake to make a choice, guided only by the popularity of the shopping center. It has been noticed that in the most "walk-through" supermarkets, islands representing recognizable brands with big names: brand names of watches, ice cream, cosmetics, jewelry are more successful. If next to them there is even an original, but "not familiar" manufacturer, the visitors of the shopping center begin to "banner blindness". It is difficult to influence it without special marketing gimmicks that require additional costs.

In addition, the more "serious" the lessor, the more conditions he has. For example, the Arena shopping mall (Voronezh) requires the islands not to exceed a height of 160 cm, be transparent and equipped with internal lighting so as not to disturb the perception of the main shopping galleries by the visitors.

Representatives of centers with "famous names" often wish to receive a colorful booklet from a retailer with detailed description the commercial island and its many images in the interior of the hall. This is an additional expense: design bureaus estimate such an order at 60-70 thousand rubles.

That is why experienced entrepreneurs advise beginners to "start" in less pretentious and large trade enterprises, while choosing places with high traffic, but minimal set the opposite conditions of the lessor. This will allow you to show your maximum imagination in window decoration, product presentation, etc. And you will compete with neighboring kiosks mainly due to the originality of the idea and the profitable presentation of your product.

Which product should you choose?

One of the first questions for a future retailer is: what to trade on the trading floor on the islands? What to prefer: edible products or non-food items? Who to bet on: a consumer-oriented public or a discerning buyer of an exclusive?

Trade Practice. Shop Equipment "in 2014 published the forecast of the retail market up to 2016 (see Fig. 2)

As you can see, the markets for food and non-food products almost do not differ in dynamics: economic difficulties recent years make themselves felt. Consider examples of successful projects from the TOP - 25 most profitable franchises 2015 according to forbes.ru.

Cocktails Tea Funny Point

The original food brand for pedestrian areas. Based on the Taiwan-invented bubble tee, which contains tea, milk, syrup and jelly balls with juice inside.

Advantages:

the trading island takes up little space - about 4 m²
royalties in the amount of 4% of the proceeds are paid from the second year of operation
start-up capital(about 0.8 million rubles) can be obtained from Rosbank under the program Successful start»
the design of the trading island and the placement of equipment was developed by the franchisor and successfully implemented in large shopping and entertainment centers, which helps to avoid additional agreements with lessors.

Designer T-shirts Provocation

Many visitors to the largest supermarkets have remembered the bright showcases of the islands of the Provocation brand, where you can buy T-shirts with hooligan prints. The owner of the shops and the creator of the franchise, Hasmik Gevorkyan, recalls that this successful idea was "thrown" by a buyer. She opened her first store in Kursk, and now represents the brand's products in large Moscow malls, another 91 points are the result of a partnership with a franchisee.

Estimated value initial investment - 0.55 million rubles.
Profit: 3.57 million rubles.

Car device for "advanced" buyers

Those who plan to open trading islands in trading halls, business ideas are drawn from successful projects. This is exactly what the business of Nizhny Novgorod entrepreneurs S. Seregin and M. Vakhrushev can be considered. In 2009, they began to sell automotive electronics: navigators, video recorders, radar detectors and accessories - under the Avtodevice brand.

It is one of the most profitable franchises today, according to Forbes. The cost of the initial investment is 0.9 million rubles, the profit is 2.1 million rubles. Avtodevice's offer for franchisees is interesting because the lump-sum fee is minimal - only 39,000 rubles, and there is no royalty.

Summary: the main rule when choosing a product for sale in the format of a trading island is to focus on target audience... For success, not only an idea is important, but also a well-implemented concept, an attractive window design, taking into account popular and slow-moving positions, and a clear promotion strategy. All these requirements are met by franchises that have already established themselves as profitable business... Using them, you can minimize possible risks.

What to consider when opening a trading island?

Before starting your own business, take advantage of expert advice to help you avoid annoying mistakes:

When choosing a place to rent, do not limit yourself to the simplest decisions (“acquaintance”, “closer to home”, “largest store”, etc.), arrange a small “tender” for landlords, indicating your wishes on the Internet. Better to choose from several sentences - less likely to miss
Study the audience of the mall! Where there is a public who comes to buy food or furniture, gadgets are unlikely to be in demand.
Do not expect that the business will start working without your participation: at least for the first time, you will have to control the hired sellers. Consider the factor of travel time to the store and back. For example, the owners of the Madrobots shopping island in the MEGA Belaya Dacha shopping center in Moscow calculated that it took them 4 hours a day.
Be extremely careful when choosing a contractor for the production of the island! Study the reviews about it on the forums, get “live” recommendations, read the contract and project documentation in advance. You must be sure that the delivery and start-up time of the finished module will be met and that the supplier will not lose interest in you if you notice a design defect and ask him to fix it.
By approaching the organization of your business with due attention, you will get a competitive business that brings you satisfaction and profit.

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Many small business entrepreneurs face the daunting choice of opening their own standalone store or renting a small outlet in a mall. Both options have their pros and cons. St. Petersburg businessman Dmitry Ogorodnik also faced such a choice - he already had a separate store, but he also decided to take a test drive in the "island" format in a shopping center. We think many small business entrepreneurs will benefit from his experience.

34 years old, entrepreneur from St. Petersburg, general manager the company "Karelshungit", which manages stores and "Shungite planet"... Education: Ryazan Institute of Airborne Forces. Dmitry Ogorodnik - author business blog , in which he shares his own experience of entrepreneurship. Until the end of 2016, the company had its own offline store; in December, a retail outlet was opened in the June shopping center.

Think over the design, make a good presentation

The advantages of shopping centers are that there is already traffic there. You will not need to spend years trying to get people to know about the location of your store and come to you. You get immediate access to a massive audience.

The first thing to understand: although you are signing a lease, in fact, you do not need the lease itself, but access to maximum number people who "live" in a particular shopping center.

Therefore, you need to start by giving yourself an orientation - your goal is not just to get into a shopping center, but to find a good passable place in any shopping center.

The first thing to do is create a presentation. Almost all shopping centers will ask you to throw off the presentation of your project; without it, your proposal will not be considered at all. The presentation should include the following components:

Your store design. You need to order it in advance, even before you start looking for a place.

Competitive advantages. Write down why you are a great shopping mall option. Here you have to turn on your imagination and come up with arguments.

A portrait of your target audience.

Planned average check in your store.

General information about your company.

The most important point is about design. Accordingly, you will need to find an agency that develops the design of retail outlets and stores. There are not many such agencies (at least in St. Petersburg), but they do exist.

You need to think about how the store will look like schematically - i.e. how the showcases will be located, what showcases they will be, where the checkout area will be, etc. If you have no thoughts on this, then I advise you to walk through the shopping centers and look at the already operating points. And make the decision that you liked as a sample.

Then the designers will have to turn your general scheme into a 3D visualization. This picture needs to be inserted into the presentation - what decision will be made for you depends 50% on it. Without a picture, decision-makers simply won't be able to figure out if you will fit into the overall visual concept of their mall.

I want to warn you right away: if you want an "island", then it is better to immediately plan to make it out of glass and plastic. Not made of wood! Then there will be more chances that you will be approved. Shopping centers are very fond of plastic "islands".

After the presentation is ready, you need to make a list of all the shopping centers in your city. You need to contact all possible. And then choose from what you will be offered.

Leasing in all shopping centers is handled by either the contract department or the lease department. You need to find on the Internet all the contacts of rental managers from the relevant structures. Then - call them, ask about available seats, clarify work emails and send your presentation.

Be prepared for the fact that at first no one will answer you at all. In a few days, I advise you to call everyone again, remind you of yourself, and ask them to watch your presentation. If necessary, you need to call every 3-4 days - until you are told directly that “there are no seats” or “you do not fit into our concept”, or they are not offered any options.

Let's say you still waited feedback, you are offered some options to choose from and invite you to meet with the manager.

And here is a very important point: before this meeting, be sure to go to this shopping center, moreover, it is advisable to go at least twice - once on weekdays, the second time on weekends. Take a convenient spot for observation and calculate the passability. Timed how many people walk by your future store in 30 minutes or an hour. This will allow you to identify potential traffic.

Also check the quality of parking, driveways, competing malls nearby, etc.

Read the contract carefully, bargain,
ask for a rental vacation

Let's say they called you back, offered an option, you monitored everything and everything suits you. And then the signing of the contract is ahead. But before that, as a rule, you sign a preliminary agreement or a letter of intent (these are essentially the same thing). This document prescribes the footage, the amount of payment, terms of cooperation, etc. Before signing - bargain. As a rule, 10% of the declared rental value can always be thrown off.

You need to read the lease very carefully, delving into each point. Each shopping center has its own lease agreement. And very often there are a lot of different nuances that can put you in a very unenviable position.

It is important that you are offered a so-called rental vacation. Usually it is a month, maximum two. It's time for you to get ready retail store equipment and equipped their point. If there is no clause about rental holidays in the agreement, then be sure to ask about it!

If everything in the contract suits you and you signed it, then it's time to launch the equipment of your outlet into production - according to the approved design.

Do not forget that very often the designers themselves have access to various industries - and can advise you on a good contractor. If your designer does not know anyone, then Google and Yandex will help you - there are a lot of companies that manufacture equipment, choose according to the price-quality ratio, and do not forget to monitor the reviews.

Start hiring salespeople
order acquiring, equip the outlet

While the equipment is being manufactured, start the process of hiring vendors in parallel. This business is not quick, it may well take 1-1.5 months. In our experience, this is how long it takes to find the right sellers.

Then you immediately need to submit an application for registration and installation of acquiring. It happens that it is also delayed with it - until you are given a terminal, it may take a couple of weeks.

Request your copy of the contract as early as possible. The administration of the shopping center can delay this - for example, send it for signature to its directors and departments. And you will need it in order to deliver the cash register. It will need to be ordered from specialized companies and registered with the tax office.

And at the same time it is necessary to purchase commercial equipment. In our case, this is jewelry - that's why we ordered tablets for rings, earrings and other products.

All installation work is carried out at night, so you will need to apply in advance to install the equipment.

If you did everything correctly and conducted all the processes in parallel, then soon your outlet should start working.

And now - our experience

When we opened our first “island” point, there were doubts. We ran it as a test format. Someone said that the islands are not the format that suits jewelry. Like, no one comes up to them, no one you ask, all their wives bypass them. Allegedly, in itself, this is a zone of discomfort - you stand and choose, and people walk by.

On the other hand, in 2011-2012 I myself worked on the "island" - and sold well. People come up, take interest, buy. So I thought I should at least try. Even if it doesn’t work, the rent is not that expensive, and it’s possible to work negatively. The main thing is to understand whether the format will work or not.

So, we opened our first "island" in the St. Petersburg June shopping center in December 2016. The first month worked "to zero". For us, "zero" is 260,000 rubles in turnover.

January 2017 started neither shaky nor shaky. The first eleven days we went to zero in terms of turnover. I was very upset. It seemed that this will continue to be so. There were thoughts that, no, the “island” format is really not for jewelry.

But after the holidays, the situation changed dramatically. Sales went up. As a result, January was closed in the amount of 417,000 rubles. And this is already net profit- over 150,000 rubles. For us, this is an indicator that the format makes sense.

And we closed February at 750,000 rubles. According to intelligence, we have overtaken our closest competitors, who have been trading silver in the same shopping center for nine months. Their maximum turnover at this location was about 600,000 rubles in December.

Our net profit in February was around 300,000 rubles. This is significantly more than our expectations. This means that we can say for sure that this is a working format, and we will promote it.

We have already started looking for a new place for the second "island". When we have completely worked out the format, we will start working on the franchise. But this is the future.